Ulster Bank has kicked off the New Year by launching its ‘Home Movers and Mortgage Switchers’ ad campaign, aimed at families that are looking for more space or more financial breathing room.
The creative, which was developed by Boys and Girls, builds upon the bank’s successful ‘First Five’ campaign for first-time buyers and highlights how space can become a premium in some homes as families grow, and the options available to those who are looking to move home or save money by switching to a lower rate.
Under Ulster Bank’s wider brand proposition of ‘Help for What Matters’, this campaign has a media and production budget of approximately €1.4m, and showcases how Ulster Bank have the Lowest 2, 4 and 7 year fixed rates on the market, available to all new and existing customers. Customers who switch to the two-year fixed rate of 2.3% – Ireland’s lowest – could save up to €3,660 a year.*
Ireland’s biggest independently owned creative agency, Boys and Girls, worked alongside Spark Foundry, part of the Core Media Group on the design and planning of the campaign. Ulster Bank also worked with Irish production company Antidote and director Ben Liam Jones, and all post-production was completed by Windmill Lane and Locky Butler Sound.
The campaign will run for five weeks until 10th February 2019 and includes a 40” TV and cinema advert, as well as a 20″ VOD version. There will also be strong support in outdoor, including Dublin Bus T-sides, large and small format ads, national and local radio, digital, paid social, a media partnerships with Dublin Live, branch merchandising and below the line activations.
Roisin Field: Advertising and Digital Content Lead, Ulster Bank
Tony Boylan: Head of Propositions and Strategic Marketing, Ulster Bank
Mark Tuthill: Creative Director, Boys + Girls
Bairbre McGlade: Art Director, Boys + Girls
Avril Delaney: Copywriter, Boys + Girls
Sarah Chadwick: Producer, Boys + Girls
Margaret Gilsenen: Strategic Planning Director, Boys + Girls
Mark O’Connor: Business Director, Boys + Girls
Sorcha Hanratty: Senior Account Director, Boys + Girls
Director: Ben Liam Jones
DOP: Nick Morris
Production Company: Antidote
Post Production: Windmill Lane
Editor: John O Connor
Grade Matt Branton
Online: Ian Jacobs
Sound: Locky Butler Sound
Music: Denis Kilty
Aoibhin Lennon: Business Director, Spark Foundry
Jane McNamara: Senior Client Manager, Spark Foundry
Darragh Barker: Digital Senior Client Manager, Spark Foundry